A Penny for Your Thoughts : Referral Reward Programs and Referral Likelihood  

Oleh:

Ryu, Gangseog ; Feick, Lawrence

Jenis: Article from Journal - ilmiah internasional
Dalam koleksi: Journal of Marketing (EBSCO) vol. 71 no. 1 (Jan. 2007), page 84-94.
Topik: reward; penny for your thoughts; referral; reward programs

Ketersediaan

Perpustakaan Pusat (Semanggi) Nomor Panggil: JJ94.11 Non-tandon: 1 (dapat dipinjam: 0) Tandon: tidak ada

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Isi artikel

Because referral reward progrmas reward existing customers and build the customer base, firms use them to encourage customers to make recommendations to others. The authros report on four experiments in which they find that rewards increase referral likelihood. More specifically, they find that rewards are particularly effective in increasing referral to weak ties and for weaker brands. It is also important who receives the reward. Overall, for weak ties and weaker brands, giving a regard to the provider of the recommendation is important. For strong ties and stronger brands, providing at least some of the reward to the receiver of the referral seems to be more effective. The authors discuss the implications of the results for the design of reward programs.

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